Headlines proclaiming that the pet care market has remained strong despite the recession have appeared frequently in the trade press. But given the nature and depth of the human-pet bond, a more accurate assessment might be that the pet care market is strong because of the recession. While animal shelters report that economic circumstances have indeed forced more owners to give up their pets, most of us continue to hold our pets close. Difficult, stressful times seem to have put a premium on the unconditional love and nurturing that pets provide.

This report provides an in-depth exploration of pet owners in America, looks at pet ownership, attitudes towards pets, patterns of purchase of pet food and supplies. This is a sister report to Mintel’s Pet Food and Supplies—U.S., July 2009. Specifically this report explores:

The demographics of pet ownership and pet product usage, including an analysis of Experian Simmons Mosaic lifestyle segmentation data

An overview of the broad array of retailer stores that cater to pet owners

A sampling of new products and advertising designed to appeal to different pet owner mindsets

An in-depth examination of how pet owners care for their pets, including freedom granted in the house, veterinary care, grooming and boarding services, car trips, insurance, and more

Discussion on the motivations of pet ownership, how pets are acquired, and types of pets owned

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising creative

Abbreviations and terms

Executive Summary

Strength of pet-owner bond insulates pet market from recession

A majority of Americans own pets; dogs and cats most widespread

Pet owner demographics: slightly younger, higher income, more kids

Owners and their pets

Pet food loyalty patterns different among cat and dog owners

Many retailers compete for pet owners’ dollars

Innovation in pet products follows human examples

In pet advertising, pets are people too. Except at the high end of the market

American pets generally have the run of the house

Regular veterinary care far from universal

Use of grooming services holds steady

Dogs go along for the ride

Pet insurance small but growing

Chipping becoming more common in dogs

Companionship tops list of motivations for pet ownership

Most pets, especially cats, acquired from lower-cost sources

Insights and Opportunities

Fit pet, fit owner

Here Boomer! Here Boomer!

Inspire Insights

Inspire trend: With this Flea Collar, I Thee Wed...

What we’ve seen

Implications

Inspire trend: Doggy Decadence Thrives in Downturn

What we’ve seen

Implications

The Marketplace

Key points

Pet market resilient to the recession, but value emphasis on the rise

Figure 1: Total U.S. retail sales of pet food and supplies, at current prices, 2004-14

Figure 2: Total U.S. retail sales of pet food and supplies, at inflation-adjusted prices, 2004-14

Walmart sales

Four distinct segments related only indirectly

Segment sales and forecasts

Figure 3: U.S. sales and forecast of pet food and supplies, by segment, at current prices, 2004-14